去年Clearview集团 called on 太阳成集团官网 to first take on the role of (outsourced) Chief Marketing Officer for the organization. 他们刚刚与一家更大的经纪公司分道扬镳，因为, 在他们的单词, 他们觉得他们没有得到中情局的" A团队". 他们只有一名内部员工负责市场营销, and wanted us to start by hitting the reset button on their marketing and establishing clear priorities and a strategic plan that made sense for their size, 行业, 地理集中, 积极的增长目标.
他们的第一个问? 他们的网站从上到下进行了彻底的改造, providing them with a platform they could use to show off their people, 他们的专业知识, 和他们的成长.
The goals for the website project were clear: leapfrog their competitors with an elegant brand experience; deliver an interesting, tailo红色的 customer experience on the level of a rising national firm, not just a small regional player like so many in the market; and demonstrate their team’s expertise and broad experience.
在单个站点访问中定制每个用户的体验. 大多数网站用户都熟悉重新定位的策略, 或者再处置, where once a user leaves a site they see ads for that site on other websites as they travel along the way. We set that campaign up for Clearview, but we took it a step further.
当用户访问Clearview的网站时, we first acknowledge to the user how we collect and use data for transparency, 和世界上大多数大公司一样. 然后, 当用户浏览网站时, they tell us by their actions what service lines they are there to explore. When a user eventually ventures back to the home 页面 at some point in their visit, 或在随后的访问中返回, we use their history on the site to ensure that the featu红色的 content on the home 页面 is relevant to that service. 为游客, it helps them find more of what they demonstrated they were most interested in; for Clearview, it helps them demonstrate 他们的专业知识 in that particular area and assure a visitor that they’re in the hands of an expert.
设计思考. Clearview刚刚公布了他们新的公司形象, and their primary colors were extremely rich and vibrant shades of orange, 红色的, 和洋红色. By converting most of their photography on the site to black and white, 除了他们的社交媒体和团队页面, 我们使游客不至于不知所措. 也, the choice of a black and white aesthetic for the photography helps deliver an elegant, 网站的专业色调, leaving us the vibrant brand colors for us to use in their buttons for all of the CTAs on the site.
我们尽可能地使用自定义照片. We worked with several local photographers to stage and gather environmental shots of their team interacting, in addition to new professional headshots for the firm’s practice leaders.
创建一个才艺展示平台. 基于去年Clearview集团的谷歌分析数据, 以及我们与专业服务公司合作的经验, 我们知道我们需要在几乎每个页面上展示一些东西, 但在不同的突出程度取决于网站地图. These included their people; their practice areas; client success stories; and recent news and insights specifically related to those people and practice areas. 你会在他们的 它的风险咨询 & 安全 页面, where we have an explanation of the practice area; a case study for a successful project they completed for Sinclair Broadcast Group; an introduction to the practice leader, Aaron Kerr; and recent insights from Aaron Kerr and Clearview CTO Todd Jennings. 这个页面可以让用户了解Clearview的人员, 信任他们的客户, and how they think about the challenges they take on for their clients.
庆祝重大胜利(为客户). 我们将在这里更深入地研究案例研究. Clearview has assembled a strong team of experts across a number of practice areas, and we needed to show off some of the big names that Clearview has been working with. We built every 页面 of the site in a modular fashion to allow for case studies to be integrated wherever possible. 每个服务页面, 个人页面上, and the home 页面 allow for Clearview to simply click a button to “Show Case Study” and then select which case study to feature where on the site. 辛克莱广播集团等公司的成功项目, 个人基因组诊断, 以及其他一些公司向潜在客户发出信号，称Clearview是一家领先企业, and these well-known brands trust Clearview to solve their most important business challenges.
保持当前的. 除了他们的博客文章和案例研究, we helped Clearview with a PR 策略 that included crafting nominations for regional and national awards such as EY Entrepreneur of the Year, Best Places to 工作; Top Accounting Firms, 和更多的. We wanted to showcase these awards and recognition as one of the first things on the site. You can see on the home页面 where the client is able to identify a recent news or insight post type to feature above the scroll, 而不是简单地在页脚隐藏“新闻”.
在我们与Clearview合作的早期, we were able to quickly deliver a number of marketing projects for them – a new website built on a foundation of data, 策略, persona development and strategic positioning; sales tools that were consistently branded and showcased 他们的专业知识 built on years of experience; a content marketing plan that helped them consistently publish and distribute their content through social media; and positioning statements that led to their being recognized both locally and nationally as a fast-growth company that has attracted and retained top talent in the 行业.
While we’re proud to have delive红色的 all of these tools that helped fuel their growth to record levels, we’re most proud of the overall value we were able to provide – being a catalyst to an already great organization and helping them prioritize, 执行, and grow a marketing program to share the story of the great work their were already doing. 就像我们合作的许多组织一样, they were already doing great work in their 行业 – they just needed a little help from our team to help tell that story outside their walls.
通过增加可分享内容的数量, 利用社交媒体, 越来越多的人在寻找Clearview